Upwork Rebrand Campaign Shows the Positivity of Embracing New Working Methods

The rebrand and the campaign were both developed by Alto

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With workflows changing faster than at any other period of time, business talent marketplace Upwork has released a global campaign to reflect that business evolution, targeting CEOs to freelancers and promoting its rebrand in the process.

Upwork works across the spectrum from one-person start-up businesses to Fortune 100 companies, connecting them to potential talent. The international platform’s three-minute brand film “Up We Go” encourages businesses and employees to embrace new ways of working.

“We’re seeing a dramatic shift in the behaviors of global businesses down to nascent independent talent,” said Upwork svp of marketing Lars Asbjornsen in a statement.



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